Hidden messages during the Biden/Harris Inauguration
As a marketer, it’s hard to sit back and watch content without identifying strategic patterns created to influence consumers. As I tuned into the inauguration, I couldn’t help but notice the intentional messages of unity, diversity, inclusion, and female empowerment. These messages help shape the perception of the “America United” theme during this pivotal shift in power.
Powerful songs and voices
Patricia Treacy is one of Ireland’s most decorated violinists and has played for President Joe Biden on multiple occasions. Her presence at the inauguration is a reminder of president Biden’s Irish roots and how his cultural background is part of this county. As the new leader, showing his culture was his way to demonstrate, praise, and embrace the diversity in America.
Lady Gaga is an actor and pop superstar who has been an advocate for the LGBTQ community since her rise to stardom. From mega-hits like “Born this way” to her participation in the National Equality March, she has been a bold activist and voice for inclusion. Lady Gaga sang the “Star-Spangled Banner,” which lyrics speak of independence, perseverance, and hope for the future. Lady Gaga amplified this message by wearing a gold emblem of a dove with an olive branch in its mouth. This image is a biblical reference that alludes to a new beginning, as seen in the story of Noah. Lady Gaga’s presence symbolizes that America is moving forward and towards equality and inclusion for all.
Next, the Latin American superstar, actress, and dancer Jennifer “Jlo” Lopez took to the stage and gave a moving rendition of “This Land is Your Land”. Jlo added some Latin flair with the lyrics “Una nación Bajo Dios, indivisible, con Libertad y Justicia para todos”. The lyrics translated to “One nation under God, indivisible, with liberty and justice for all.” She followed by shouting the lyrics “Let’s Get Loud” from her 1999 hit song. Her performance symbolizes an outcry from the Latino/brown/black communities whose voices are yearning to be heard. With the previous year filled with protests and civil unrest, her performance exhibited a community that is ready for change.
The final song was by country music legend Garth Brooks, who did an emotional performance of “Amazing Grace”. As a country star, Brooks’ is a symbol of a conventional wholesome America. Having Brooks sing a religious song symbolizes the American values that were built on faith. “Amazing Grace” is about forgiveness and redemption at the mercy of God. It alludes to a time of acknowledgment, wrongdoings, and seeking compassion. This song choice inherently addresses the mistakes from the past and the road ahead with the new administration. Brooks’ performance was an intentional way to ask Americans and the world to forgive and begin to heal.
Symbols of Female Empowerment and Adversity
Beyond musical performances, female empowerment was always center stage.
Reciting the pledge of allegiance was Andrea Hall, a career firefighter and union leader from Fulton County, Georgia. She was the first Black woman hired and assigned to a station at the City of Albany Fire Department. In an industry where 1% of the firefighters are women, she made a name for herself as the first Black woman to serve as fire captain at Fulton County Fire Rescue. Once on stage, she used sign language to broadcast the words of the pledge. Her sign language shows the diversity and inclusion for black women, leaders, and those with disabilities in America.
Lastly, the youngest inauguration poet Amanda Gorman showed the power in diversity when it comes to age. Amanda Gorman’s presence represented the youngest generation, Gen Z, and their significance in America moving forward. Her generation represents the future, and her poem reflected her generation’s outlook on America. When Amanda recited her original poem “The Hill We Climb,” it echoed a call for national unity during a time of division, destruction, and uncertainty in our country.
Messages with an Everlasting Impact
Understanding your brand messaging and being strategic can make you connect with consumers on a deeper level. Being intentional with symbols, word choice, and delivery, can inspire, persuade and motivate others. After watching the inauguration, I was left emotional, hopeful and at ease, feeling content with what is yet to come.
